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chen jiang, commentator of chao news client

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unexpectedly, a sudden "fake magazine" runaway incident caused an uproar in the entertainment industry. dozens of first-line stars such as ruby lin, guli nazha, ma sichun, tan zhuo, lin yun, and xu weizhou were not spared from the scam and became the protagonists of this absurd farce, which once again focused the public's attention on the gray area of ​​the fashion and entertainment industry.

odda, a fashion magazine brand with a considerable international reputation, has always been highly respected by the industry for its unique aesthetic perspective and high-quality content output. it is precisely this reputation that has become a "hot commodity" in the eyes of people with ulterior motives. someone has carefully forged a so-called "odda chinese version" to attract the favor of many celebrities and photographers. however, these celebrities and photographers did not expect that they had stepped into a carefully designed trap.

the exposure of the matter began with a few photographers' action to demand their wages. after not receiving the wages they deserved for a long time, some of them decided to take action and tried to solve the problem by contacting odda officials. it was this action that accidentally revealed the true face of the "fake magazine". it turned out that the "odda chinese edition" they cooperated with was a complete fake! it had never obtained any official authorization or copyright registration from the beginning to the end.

this discovery was a heavy blow to all the participants. not only did it bring shame to the stars involved, it also reflected the widespread internal mismanagement, weak copyright awareness, and various profit-driven chaos in the entertainment industry.

in fact, these unregistered fake magazines often use the guise of "chinese version" or "official authorization" to cheaply copy or imitate the format and content of genuine magazines, and even forge cooperation certificates to attract the attention of advertisers, sponsors and readers. they take advantage of information asymmetry to fish in troubled waters in the industry, which not only damages the interests of genuine magazines, but also disrupts the market order and misleads the public.

for celebrities such as ruby lin, nazha, and ma sichun, this incident was undoubtedly an accidental "cheat". they may have just trusted the brand and thought that accepting the magazine's invitation would increase their personal popularity, but they never expected the result to be so ridiculous. this situation at least reflects the negligence of the celebrity team in choosing brand cooperation. when pursuing cooperation opportunities, some teams pay too much attention to brand effect and exposure, and ignore the review of the qualifications of the partners, which makes the scam succeed repeatedly on many celebrities.

the "fake magazine" incident is an individual case, but it is by no means an isolated one. insiders revealed that similar fake magazines of "chinese version of xxxx" are common in the fashion and entertainment industry, which reflects the loose internal management and inadequate supervision mechanism of the industry. on the one hand, some magazine publishers lack sufficient copyright awareness and lack of understanding of the importance of copyright protection; on the other hand, the relevant regulatory authorities are not strong enough in combating counterfeit and shoddy products, which gives criminals an opportunity to take advantage of.

the "fake magazine" was cancelled and dozens of stars were deceived. this should not be regarded as a joke. at present, with the rise of social media, the speed of information dissemination has accelerated, but the corresponding review mechanism has not kept up with the pace. therefore, strengthening industry self-discipline and establishing a sound copyright protection mechanism and supervision system have become the top priority for rectifying the undercurrents in the fashion and entertainment circles.

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